PrettyGreen

We are PrettyGreen. An Independent, Award Winning Agency for PR Less Ordinary

London, United Kingdom
Founded: 2008
Staff: 40
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Experiential Marketing
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Clients
Nando's UK
Nintendo
Audible
Three Mobile
Hasbro
SMARTY
Disney UK
Pantene
Capital One
Not on the High Street

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Sports & Leisure
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Not on the High Street: The FML Store

The Challenge

In line with the new Make More Moments of Joy brand platform, drive awareness and consideration of NOTHS with an 18-35yr old audience, delivering high-impact reach that begins to shift consumer perception.

The Approach

We devised a campaign focused on acknowledging and gifting the epic fails and FML (f*ck my life!) moments – rather than expected gifting occasions.

We co-created a shoppable product line-up on NOTHS site dedicated to life’s key FML moments from love trouble to work dramas and coinciding with Mercury in Retrograde, we opened the FML Store - a retail empath-orium allowing visitors to exchange their real-life FML moments for free ‘chin-up’ gifts from the edit.

The Solution

We conducted research into Brits’ FML moments, finding that we endure seven bad - or “FML” - days a month. Over half of Brits agreed that an unexpected gift positively lifts their mood enabling us to organically drive the sentiment behind The FML Edit.

We partnered with TV personality Sam Thompson to launch the FML Store with consumer media and on social channels, revealing his own self-deprecating FML moments.

We doubled average Share of Voice on FML Store opening days​ with a national news sell-in securing high-reach coverage and we invited popular ‘What’s On’ TikTokers to capture content of The FML Store for their channels - which a large percentage of Gen Z visitors claimed as the reason they visited the store.

Results

  • 600 Visitors gifted with FML remedies across two days with over half of visitors in Gen Z
  • 44 Total pieces of earned media coverage across online, print and broadcast
  • 205m Online readership, with 1.75m estimated coverage views
  • 8.1M Views across 7 pieces of content with our hero talent
  • 39% Share of voice during store opening vs. giant Etsy – double the average

Tags

PR
PR Agency
PR Campaign
Gen Z
experiential
Pop-up Store

Clients

Not on the High Street